Change the channel, please
No one with a basic knowledge of the advertising market in Poland would argue with the obviousness-ad spending is up. Furthermore prices for ad slots are rising along with demand, which translates into higher profits. Yet at the same time ad perception among consumers is in decline. Why? Ironically, analysts say, it is precisely because ad spending increased.
No recall
"According to our recent research, visibility fell by 22 percent," says Jakub Benke, president of media house Starcom. This 'visibility' refers to consumers' ability to remember previously watched, heard or read ads. In 2001 the average respondent could recall 7.25 percent of commercials they had been in contact with; by 2004 this figure was just 5.6 percent. Poles remember less but, apparently, watch more. In the last three years the number of commercials seen by an average citizen rose by 19 percent to reach 900 a week. And the amount of TV ads directed at youngsters grew by one-third in the last 12 months alone.
"The fall in efficiency is caused by commercial overload," explains Benke. "Advertisers have to think about alternative means and ways of reaching the customers now."
Maximum exposure
Although traditional media are holding strong (above 50 percent of all media consumption is still TV), the Internet is expanding impressively. It managed to grasp just one percent of consumers' time in 2001 but blew to seven percent this year. The worldwide web is now regarded as the third largest medium after television and radio in terms of exposure to consumers. Nevertheless, companies are still reluctant to invest large sums in the online market. It currently attracts only one percent of advertising money.
How can advertisers improve their impact then? Director of operations at advertising and PR agency Testardo Red Cell, Rafał Baron, says: "Without regular ATL (above-the-line) actions we are unable to change consumers habits and beliefs," he says. Baron's answer to advertising overload is integrated marketing-a combination of direct communication like mailing and indirect, TV ads for example.
"To put it simply, no other marketing area is used to such an extent as television. That is why people are bored with it and avoid it," Baron concludes.
Ad value
Amidst the discouraging news, however, there are also some positive signs. Starcom's survey shows that 70 percent of Poles are at least tolerant towards advertising in general. Almost 25 percent enjoy commercials and appreciate their informational value. And less than one-third of respondents claim that marketing has no effect on their purchase decisions and fails to provide any information.
No recall
"According to our recent research, visibility fell by 22 percent," says Jakub Benke, president of media house Starcom. This 'visibility' refers to consumers' ability to remember previously watched, heard or read ads. In 2001 the average respondent could recall 7.25 percent of commercials they had been in contact with; by 2004 this figure was just 5.6 percent. Poles remember less but, apparently, watch more. In the last three years the number of commercials seen by an average citizen rose by 19 percent to reach 900 a week. And the amount of TV ads directed at youngsters grew by one-third in the last 12 months alone.
"The fall in efficiency is caused by commercial overload," explains Benke. "Advertisers have to think about alternative means and ways of reaching the customers now."
Maximum exposure
Although traditional media are holding strong (above 50 percent of all media consumption is still TV), the Internet is expanding impressively. It managed to grasp just one percent of consumers' time in 2001 but blew to seven percent this year. The worldwide web is now regarded as the third largest medium after television and radio in terms of exposure to consumers. Nevertheless, companies are still reluctant to invest large sums in the online market. It currently attracts only one percent of advertising money.
How can advertisers improve their impact then? Director of operations at advertising and PR agency Testardo Red Cell, Rafał Baron, says: "Without regular ATL (above-the-line) actions we are unable to change consumers habits and beliefs," he says. Baron's answer to advertising overload is integrated marketing-a combination of direct communication like mailing and indirect, TV ads for example.
"To put it simply, no other marketing area is used to such an extent as television. That is why people are bored with it and avoid it," Baron concludes.
Ad value
Amidst the discouraging news, however, there are also some positive signs. Starcom's survey shows that 70 percent of Poles are at least tolerant towards advertising in general. Almost 25 percent enjoy commercials and appreciate their informational value. And less than one-third of respondents claim that marketing has no effect on their purchase decisions and fails to provide any information.
